So, you know how I’m always pushing content marketing in a big way. Harping on you to create content; blog; podcast; YouTube videos; blah, blah, blah… (well, it’s not actually blah blah blah. This really is important stuff! Anyway…)
It’s probably my most common theme; the thing I talk about the most. Well, I do talk about it the most because, putting out valuable content on a consistent basis is the most effective way you can build your brand online for you or your business. So, I won’t be easing up anytime soon.
In Content Marketing, Valuable Content does not equal Sales Blasts
Now, this is really kind of a commonsense thing, however, not everyone might understand this concept intuitively. And that’s fine, that’s why I am here.
If you’re generating a fair amount of content on a consistent basis, man, first of all let me tell you how cool you are. That is so important for building your brand online.
However, if a lot of that content that is going out is a sales pitch, then we need to have this conversation.
If indeed, your content is largely made up of trying to sell to your subscribers/followers/audience, that’s not content marketing. If you’re doing this on a regular basis there’s another term for it.
Spam, not Content Marketing
This is the last kind of content anyone, including you and me, wants to see in our inbox; on our Facebook feed; on Instagram; really, anywhere we put our attention online.
Content Marketing is about Brand Building
Rule number one, and as a person who generally doesn’t like rules, I do know how important this one is.
Anyway, rule number one, content marketing is about delivering content that would be of value to your customers, clients; audience. This is about building your brand; establishing your authority in your field. Not selling. That goes back to the “S” word (SPAM, yeah, I said it).
The 80/20 Rule
However, this doesn’t mean that you should never try to sell through your content marketing. It’s good to put your products or services in front of your audience from time to time. However, not all the time.
The 80/20 rule is kind of a standard that has been set, that seems to be an effective way of creating an effective flow of content marketing.
80% of the time, generate content that does help your audience; provides value. The kind of stuff that does help you establish trust and authority in your field.
For example, answer questions; give important information that will help your customers use your products or services better; solve problems.
20% of the time it’s okay to ask; to put out a piece of content asking your customers to buy something; hire you for something.
For example, announcing a sale, announcing a new product or service. But, maybe with that new product announcement, include an introductory offer to get things going. That way you’re actually still providing value, while asking for the sale at the same time.
Okay, I’ll wrap this up, here.
Always keep this information in mind while creating your content. Keep the 80/20 concept going with everything you generate and you’ll do fine. When you think Content Marketing, think brand building. This is what will ensure you more success in the long run. Important stuff, man.
Okay, carry On.